Everyone wants to smash traffic on WeChat.

Editor’s note: This article is from WeChat public account “Know the program” (ID: zxcx0101), author Jiang Hongchang.

Recently, you may have rarely seen a link to “Cut a knife to help me accelerate” on WeChat.

In the past, these links were all over the circle of friends, WeChat groups and private chats. It seems that everyone has become a green forest hero who has mixed in the rivers and lakes, buy train tickets, draw prizes, and receive cash… all of them are looking for friends to help cut a few knives. .

The disappearance of the “bargaining” link originated from the external link management specification that WeChat upgraded again at the end of October. Friends help, acceleration, bargaining, and task collection were clearly identified as violations.

But this can’t stop the company that wants to get new users with WeChat, especially when the biggest event of the electric business circle of the Double Eleven is coming.

When the bargain link disappeared, various passwords with special symbols began to sprout and grow on WeChat.

What is a “password”, just like its original meaning – used to distinguish between the enemy and the enemy – the password that is circulated in WeChat is also like a mysterious code, which is mostly guided by, with identification, marking The feature’s special identification code and a link consist of guiding the user to copy the current password, then opening the target app to automatically recognize and jump to the page for help or shopping.

A lot of hundred dollar cash activities are spread on WeChat through passwords: Participants can get a cash red envelope randomly, but only 100 yuan can be cashed out within a limited time. The only way to increase the cash red envelope is to send the link to your friends and let them help.

The normal multi-password is like this:

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In fact, this password is constantly changing. For example, “100 yuan” will become the emoji symbol, and the linked domain name will change constantly every time you share it.

Some smart participants quickly discovered the mystery of this game: let as many people click or copy their passwords, and the only way to increase the click-through rate is an attractive copy, so it’s derived from the password. There are a lot of “secondary creations” that make people laugh and cry.

There are suspense settings:

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There is a overbearing president:

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Love story:

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Getting closer to science:

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Of course, if you click in or copy the copy, you can’t see the “answer”, just add a force to the publisher to get 100 yuan.

The Internet has memories. In 2017, Alipay launched the promotion campaign of scanning code red envelopes in order to cope with the rapid growth of WeChat payment in online payment scenarios. The rules are simple. Users share their own red envelope links or passwords, and clicked friends and sharers will randomly get a cash red envelope.

Alipay has invested 1 billion yuan in this activity, attracting thousands of people to participate in it. WeChat, QQ, and Weibo have become distribution centers for links and passwords. Today, “Little White Rabbit” and “Xiao Ming” in the passwords have been seen.

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and currently in microIn the letter, and a lot of hundred yuan cash activities, the one-of-a-kind is the “Building House” of Tmall Double Eleven: Taobao users can pull their own friends, and five people form a team to receive virtual rewards by doing tasks. “RMB”, and then use the coin “covering the building”.

This game also introduces a competition mechanism. The system automatically matches two teams with close numbers of floors every day to PK, and the winning team gets the red box prize pool for the corresponding games. The “coin money” used to build a building, in addition to the task of signing in, browsing products, etc., the best way is to invite other friends to help.

So, this has become a game of “pull the head”. As a national-level social software, WeChat has naturally become the main battlefield for the team to help the building, and the building assistance is also spread through passwords.

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From the current observation, the second creation around the building’s power-assist password is not as good as the password, but the enthusiasm of Taobao users who are keen on building a building is not inferior.

In essence, password red packets and bargain links are no different, they are all motivated by cash, with user growth as the ultimate goal. Many people who have participated in the password red envelope found that the new users who have not used a lot of money have a larger amount of assistance. Similarly, Taobao users who have not participated in the “cover building” can also help the friends to build more floors.

Why is the bargain link identified as a violation, but the password can be unblocked on WeChat?

In fact, as early as May 2018, WeChat stated that “the special identification code and password information with identification and marking functions are not allowed to be published and distributed in the circle of friends.”

The latest external chain management specification is more explicit, and all external links in WeChat communication cannot have similar passwords.

But it is not easy to completely ban passwords. The platform for setting passwords has been able to automatically change special characters and domain names, even without using links, only in the form of characters. For this kind of high-frequency conversion, regular and elusive whisper, if WeChat shot “severely hit”, it is likely to cause accidental injury to the user’s normal chat.

In a game of cats and mice, password red packets always have the upper hand.

The password is not a lot of originality, it comes from Alibaba. In 2013, Taobao and WeChat “blocked” each other: Taobao’s link could no longer be opened on WeChat.

After the ban on the two sides, it has been continuously upgraded, and even expanded to the business of affiliated companies, including the Ali system’s taxi application, which cannot be red on WeChat.Package marketing, WeChat QR code is prohibited from spreading on Weibo and so on.

Amoy password is an expedient measure for Taobao to re-enter WeChat, but it has been used ever since. The link to a piece of Taobao merchandise has become a garbled password, and has successfully cultivated the habit of users to “copy passwords – open Taobao – automatically jump to product links.”

This is why the bargain link is forbidden, and the password is changed to a red envelope.

After the actual transaction volume (GMV) and market capitalization surpassed Jingdong, the company began to face the common problem of the head e-commerce platform: user growth slowed down and customer acquisition costs increased significantly.

The tens of billions of subsidy programs launched during the 618 promotion period this year have made many first- and second-tier cities consumers become their users, but at the same time, the new rules of WeChat have made the fight more and more in the sinking market. The visitor was affected. The password red envelope is something that has to be done.

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iPhone and Moutai are all targets of “billions of subsidies”

Taobao also exerted its strength in the sinking market. In the past two years, it has originated from the rapid sinking and popularization of Alipay. It also stems from the fierce competition in the sinking market, which has cultivated users’ shopping habits. More than 70% of Taobao’s new users come from In the sinking market, the coverage of Amoy in the sinking market has exceeded 40%.

As the pioneer of the Double Eleven event, Alibaba hopes to use all marketing to push the event to its peak. Every year, the marketing activities of Double 11 are changing, and the rules are becoming more and more complicated, but the constant is that I hope that with the help of interpersonal communication, every new person who has not used Taobao will become a Taobao user, and the old users who have no recent shopping behavior will join the consumption trend of the Double Eleven.

Last year was a “stacked cat”. This year is a “cover building” and will definitely continue next year. The platform only needs to formulate rules and auto-generating mechanisms. Then, with cash incentives, thousands of “post push employees” can be quickly obtained. Passwords and links are posted to every corner of the Internet. The growth of Internet companies has become Simple and rude “pull head” game.

In a massive event, users and WeChat who didn’t want to participate were the only two injured.